Mom & Me Indian Retailer

Retail Marketing Author Shweta Mohan Roll No. 33

Flow of contents
Mom & Me Milestones Mom & Me - Owners Mom & Me Country of Origin Mom & Me Positioning Mom & Me Uniqueness Mom & Me Retail Format Mom & Me Store Layout Mom & Me Visual Merchandising Mom & Me Promotions Mom & Me Advertisements Mom & Me Branding

Mom & Me Private Labels

Mom & Me Future Plans Mom & Me Learnings References

Mom & Me Milestones

2009

Jan: First Stores opened in Ludhiana and Ahmedabad. Launch of Motherhood and Mom & Me Private Label Kids Apparel. Apr: Launch of first catalogue Sep: Launch of Mom & Me private label nursery, travel & safety products Oct: Launch of private labels Mom & Me and Baby Pure for Wellness

2010 Jan: Opened Wellness Studios in Bangalore and Delhi. Launch of Kriti Maternity and Kriti Fashion Aug: Launch of Lil Wanderers private label for travel & safety products Sep: Launch of first distribution catalogue. Launch of cots & more private label for nursery Dec: Launch of Barbie Girls apparel line

Mom & Me Milestones

2011
Jul: Launch of Fisher Price kids apparel line. Launch of first TV Commercial. Aug: Launch of Beanstalk toy store. Launch of private labels Playnation tricycles and rocking horse Oct: Launch of private labels Little Wanderers in distribution business. Launch of private labels Dynamo RC Cars Oct: Opened the 50th Store in Brookfield's Bangalore Nov: Scheduled launch of Disney apparel Dec: Launched E-commerce portal

2012
Apr: Launch of 1st Mobile app Mother's World: Personalized pregnancy app May: Launch of in house parental magazine Mother's World Oct: Launch of the 100th Mom & Me Store in Delhi. Launch of the 25th Beanstalk store in Hyderabad

Mom & Me Owners

Mom & Me is the flagship of Mahindra Retail Pvt. Ltd, currently expanding across most major cities and towns in India; they have already crossed 100 stores and many more are opening everyday pan India

Vission - To be the preferred destination/choice of every mother and child, to delight them with world class products and services, and to serve them in a personalized fashion with extraordinary love and care Mission - To bring love, joy and a sense of well-being to every mother and child
Service Credo - Nurture customer relationships with care and empathy

Mom & Me County of Origin

Origin Headquarters Number of outlets Products India Mumbai, Maharashtra 41 stores, 4 Bloomingdale outlets The stores sell products and services aimed at pregnant women and at children from birth to nine years old Range between 5,000 & 10,000 sq. ft.

Store Size

Mom & Me Positioning

Who who are you? Mom & Me What what business are you in? Speciality store that caters to maternity & baby needs For whom what people do you serve? Expecting & new mothers and kids What need What are the special needs of the people you serve? The stores sell products and services aimed at pregnant women and at children from birth to nine years old Against whom With whom are you competing? Mahindra is likely to have little competition with the only other major player being British brand Mothercare, which entered India in partnership with Shoppers Stop Whats different what makes you different from your competitors? Family-friendly atmosphere So, Whats the benefit what unique benefit does the client derive from your service? One stop solution to all maternity & infant needs with expertise, resources, emotional & social support through a wide range of services

Mom & Me Positioning

The Mom & Me retail chain, is positioned as the first movers in the market for maternity and baby needs Before our entry, Indian mothers had to visit an array of shops to buy maternity clothes here, baby healthcare supplies there, and nursery furniture at a third place. With the foray of Mahindra Retail in the mother & infant care section, the store serves as a one-stop solution to all mother & child care issues

Mom & Me Brand Uniqueness

Experiential Counters

Pre-purchase Customer reviews Online expert advice

Purchase Store format (aisles, baby trolleys & play area, sitting, resting & nursing areas) Staff (experienced & skilled in parenting) Store Kiosk

Post Purchase Fast home delivery Window for return in case of online shopping Safety advice

Mom & Me Retail format

Mom & Me follows the speciality store format

How is Mom & Me classified as a speciality store? As per definition, a speciality store is a retail establishment in a specific range of merchandise & related items. They provide high levels of service & expertise and hence charge a premium. Following the above mentioned definition, Mom & Me merchandise caters only to maternity & baby needs. The retail format addresses the needs of expecting & new mothers who can find anything from formula to baby food to maternity fashion to strollers. As, the store caters to an extremely niche segment, the store falls under the speciality store category.

Mom & Me Store Layout

Layout The store follows a combination of Free Flow & Loop store layout. The store follows a 45 degree customer sightline

Merchandising Lifestyle merchandising matching merchandise lines to consumer living patterns Cross merchandising Displaying baby socks, handkerchiefs, candies, etc. at the billing counter so that the retailer could make profits by linking products which are not related to the main merchandise Kitting Bundling together various products. E.g. Baby baskets (personal care, apparel, toys bundled together) Basket analysis Modeling items that are most likely to appear in a basket from existing customer information & transactional data

Mom & Me Store Layout

Use of wall space Video displays displaying Mom & Me promotion and product usage tips Aisle, service areas Diaper changing room/ trial room, sitting & playing area Suggestion Positioning Used to suggest to the customer additional purchase that would suit the client. Located near counters & escalators

Mom & Me Visual Merchandising

Store Layout focusing on aisles for easy movement of strollers

Displays Highlighting the store concept by displaying mannequins with a bump

Age wise bifurcation for easy search

Billing counter Professional staff stationed at the billing counters

Display Name In-built light on display to gather attention

Fancy display within the store to garb attention

Mom & Me Promotions

Media
The Tara Sharma Show - Ek Nayi Ma Ka Safar' is sponsored by Fisher-Price and Mom & Me, and went on-air on Imagine TV and POGO. The store was launched with TARA SHARMA as the brand ambassador. The aim was to have a very high recall value for someone who is expecting a baby. This positioning would have an instant impact on the target audience

Moms Lounge The company has also forayed into services like counseling and fitness through its brand extension Moms Lounge which reflects the long-term growth strategy of the company. Mom & Me stores are also equipped with additional training conducted by experts in the field, to guide and assist Moms -to -be and mothers in selecting the right product based in their lifestyle and life stage.

Supermom & Superdad concept Stores have supermom or superdads, a concept pioneered by Mom & Me, who are knowledgeable and empathetic from personal experience. They guide customers through the store & provide valuable insights; thereby having an instant connect with the target audience

A day inballoons the life of a typical Mom &at Me "Mother Helium Eco-friendly bags provide provide high low-cost visibility brand low visibility cost Baby Connect Pamphlets at the Gynaecologists clinic
Eco-Friendly, reusable bags Kindly fill in your details so that we may help you. Dear Mommy, offering Name: Ads, Eco-friendly bags publicity I know you are awaiting my arrival Age: with bated breath.
Day Starts

Baby Connect

Story Line Here

Healthy mommy tips

Drive to work Check e-mail

But the brat that I am, I warn you that I need E-mail: pampering. Gynecologist Visit Lots of it Go actually. toshopping tell you to Phone: This is be prepared for the day that I open my eyes to the world Address outside, and most importantly, to YOU. Yours

Time with kids

Prizes Won in School

Helium balloon

Parenting tips workshop

Mom & Me Caters to the needs of the Mother and her Child like only we can. Visit us at www.momandme.com Baby Connect

Mom & Me Promotions

From the above slide it can be observed that promotion campaigns were held at various touch points of a pregnant women Capitalizing on all the activities performed by a pregnant women, promotions were carried out at

Gyms & Yoga centers - M&M conducts morning coffee meetings, consultations with experts and many such more events to be a source of knowledge and expertise for customers
Drive way through helium balloons High visibility at low costs Workshops on parenting tips Gynecologist Shopping bags

Schools

Mom & Me Promotions

Online Strategies Reward cards for online redemption to customers purchasing more than threshold value In-shop kiosk with customer reviews on Mom & Me Discount to loyal customers buying online on occasions Online shopping experience in websites

Mom & Me Advertising

The ad shows a mom and her son shopping for the expected baby and in the end the son says that he wants two of them Although the brand may not affect normal people, it will definitely have a very high recall value for someone who is expecting a baby. The best gift for them may become a purchase from Mom and Me and I guess thats a very good positioning idea The ad gains on the recall value as well as the overall execution but fails to show some really wanted products in the market (Baby prams?) and i think at least some baby products should have been shown in the ad.

Mom & Me Branding

Mother & Child concept First step used to build the Mom & Me brand was through emotionally connecting to the target audience by using Tara Sharma & her son (basically using the mother & child concept) as the ambassador of the brand. They served as a brand identifier. This mother & child concept served as a brand representation for all corporate communication

Mom & Me Branding

Convenience The store aims at delighting the customers with world class products & services like play areas for kids, feeding area, reading lounge, nappy change-cum-wash area, parenting forums, stroller to use within the store and web kiosks, etc.

Customer Service The retail outlet hired employees who are skilled and experienced with parenting and have child development knowledge so that they could have an instant connect with the target audience.

Environment The stores assure safety, care, the best of products along with facilities for relaxation, fun & frolic to both the mother & the child. Mahindra Retails foray into the Mom & Me venture promises to ease the lives of young parents who endeavor to start a family and bring up young infants in a manner that is truly World Class and enjoyable.

Mom & Me Private Labeling

Why? Brand Image Higher profit margins Negotiation power Quality & emotional satisfaction Benchmark 1/3rd of the merchandise is sold under the private label of Mom & Me Rest of the products belong to brands like Marimare, Evenflow, Cam and Tutty Bambine under exclusive distributorship agreements How? Focus is on store premium brands, especially in the kidswear segment

Mom & Me Future Plans

Mahindra Retail, is looking at opening 100 lifestyle stores in the next 3 years in the top 20 cities in the country Investments in the area of private labels to be made. As of date, 1/3rd of the merchandise is sold under private labels and the rest through exclusive distribution agreements with other brands. Hence, a scope of building a complete premium store brand is realized

Mom & Me Learnings

New niches for retail It is becoming increasingly important to enter new niches for retail because of the boom in the retail industry. The margins in traditional retail is so less that each and every brand is now trying to enter new territories before anyone else enters it. Although baby stores are not a new concept, with the organized retail market increasing at an unprecedented rate (of 35%); Mom & Me stands to gain in the long haul by becoming a preferred store simply by riding the organized retail growth wave Understanding the drivers for the baby-care market The store targets working women in urban & semi-urban set-ups as the concept of pregnancy & baby care has gone beyond traditional means with young families looking for the best possible products & services. Hence, the store serves as a one-stop solution to all maternity & infant needs. With the target audience well-defined, key drivers for the baby-care market can be thought off as high disposable incomes (which in turn is changing consumer buying behaviour), increasing working women population and rising shopping mall culture.

Mom & Me Learnings

Delighting the customer The retail concept not only cares about the core product but also forays into the experiential factors that delight the customer. Value added services (play area for kids, feeding area, parenting forums, etc.) provide a complete brand experience to the customer

Building a compelling brand Using the mother & child concept across every communication medium helps strike an emotional cord with the prospective customer. The tagline Because you & your little one deserve the best forces a prospective mother to develop a brand recall as every mother wants the best for her child. The best gift for such a customer may become a purchase from Mom and me and I guess thats a very good positioning idea

References
http://www.mahindra.com http://mahindraretail.com http://www.business-standard.com/article/companies/mahindra-retail-to-invest-rs-100-cr-in-mom-mechain-109040800142_1.html http://brands-india.com/2011/08/01/mahindra%E2%80%99s-%E2%80%98mom-me%E2%80%99-retailstore-chain-brand-analysis-21/ http://www.kpmg.com/IN/en/IssuesAndInsights/ArticlesPublications/Documents/Indian%20Retail%20Time%20to%20change%20lanes.pdf http://www.texprocil.com/fashion-news/mahindra-retail-launches.htm http://www.momandme.in